CITY OF ARLINGTON
IDENTITY GUIDELINES
As Arlington’s brand is established, communicating the
brand message in a consistent manner is vital. The brand is
supported by the correct and consistent use of its logo and
expressions. The following applications of type, space, form
and color all contribute to a cohesive visual message.
LOGO
3
LOGO ELEMENT RULES
4
MINIMUM SIZE AND CLEAR SPACE
5
LOGO ONE-COLOR AND REVERSE-COLOR USE
6
LOGO DO’S AND DON’TS
7
COLOR PALETTE
8
TYPOGRAPHY
9
LOGO GRAPHIC VARIATIONS
11
LOGO COMPETITIVE VARIATIONS
12
WEARABLE ITEMS
13
DEPARTMENTAL PERSONALIZATION
16
PROMOTIONAL ITEMS
17
LOGO SIGNAGE
18
BRAND PILLARS
19
BRAND EXPRESSION
20
LOGO
The Arlington identity consists of three elements and two different styles (Vertical and Horizontal). Either style can be used, but limitations of certain mediums lend themselves to one style over the other.
1. Logo Mark (the star) 2. Word Mark (Arlington)
3. Tagline (The American Dream City)
A VERTICAL orientation is preferred, but a horizontal version can also be used based on design and size limitations.
VERTICAL
Recommended uses: • Offset or digitally printed
marketing collateral • Advertising
• Digital (web and screen) • Wearable items
• Signage
• Constructed or fabricated items
HORIZONTAL
LOGO ELEMENT RULES
The three elements of the Arlington identity MUST appear on all communication, internal and external. Select the appropriate version based on the space available and overall design of the specific application. The elements can live alone or be separated from each other for certain uses.
THE LOGO MARK OR “STAR” can be separated from the Word Mark and Tagline as a design element as long as all three elements are used on the same item.
THE WORD MARK “ARLINGTON” can be separated from the Logo Mark, but must be used with the Tagline. The Logo Mark must also be used elsewhere on the same item.
THE TAGLINE “THE AMERICAN DREAM CITY”
can be separated from the Logo Mark; however, the logo must still appear elsewhere on the piece and the “SM” service mark must appear next to BOTH elements.
TAGLINE minimum sizing when used separate from the logo: Relish Pro Medium, font size 8
MINIMUM SIZE AND CLEAR SPACE
To protect the visual integrity and legibility of the ARLINGTON logo, please follow these layout guidelines:
Allow for ample clear space (free of text and/ or graphics) around the logo as shown. A minimum of .25” in all areas surrounding logo as a unit or elements of the logo. The horizontal dimension of the combined logo elements is minimum 1.25” wide. This applies to both vertical and horizontal orientation.
The minimum size for the Logo Mark (star) is .75”wide x .75”h. This allows for usage on various unique items (i.e. lapel pins).
NOTE: Sizing guidelines apply to all variations of the logo. The only exception is on
promotional items (i.e. pens, USB drives, small items). Sometimes the usage of just the Logo Mark or just the Word Mark are necessary. Please confirm all questions with the Office of Communication.
Always ensure the legibility of identity items.
.25” .25” .25” .25” .25” .25” .25” .25”
1. 25” w
1. 25” w
1. 25” w
1.25” w
.25”w .2 5”h SMLOGO ONE-COLOR | REVERSED LOGO USE
ONE-COLOR USAGE
When the two-color logo cannot be used, a one-color black logo is acceptable. ALWAYS USE THE SOLID LOGO WHEN USING A ONE-COLOR OR REVERSED APPLICATION.
REVERSED OR WHITE LOGO USAGE
The logo may be reversed out of the background color, provided it has sufficient contrast and does not exceed 50% black. The logo mark can also be reversed out of the Texas state shape for specific uses. The logo may also be reversed out of PMS 200 (red), PMS 286 (blue), PMS Cool Gray 8, 100% black or 50% black.
NOTE: Clear space and sizing guidelines apply to all variations of the logo.
LOGO DO’S AND DON’TS
COLOR LOGO ON A BACKGROUND
It is acceptable to use the full-color logo on a white background or light background that provides sufficient contrast. Never use the color logo on a background color that interferes with the legibility of the logo. A one-color logo reversed to white or black is sometimes the best solution and provides consistency.
LOGO ON A PHOTO
Use of the color logo on a photographic background texture is acceptable. Never use the color logo on a background image that interferes with the legibility of the logo.
LOGO MODIFICATIONS
Never stretch, condense, skew or recolor the logo or move elements.
NOTE: Do not reproduce the logo at smaller than the recommended minimum size. Sizing guidelines apply to all variations of the logo.
COLOR PALETTE
Brand colorsPMS 200
Coated & Uncoated
PROCESS BUILD
C
0
/ M
100
/ Y
63
/ K
12
C 10
0
/ M
66
/ Y
0
/ K
2
R
211
/ G
18
/ B
69
R
0
/ G
93
/ B
170
HEX
e00053
PMS 286
Coated & Uncoated
PROCESS BUILD
HEX
0055fa
PMS Cool Gray 8
Coated & Uncoated
PROCESS BUILD
TYPOGRAPHY
Font UsageITC Serfic Gothic
ABCDEFGHIJKLMNOPQ R STUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890, . : ; ’ ” /<>?[ { } ] !@#$%&*( )-=_+
ITC Relish Pro Light, Medium, Medium Italic, Bold or Bold Italic
ITC Relish Pro Medium
ITC Relish Pro Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890, . : ; ’ ” /<>?[ { } ] !@#$%&*( )-=_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890, . : ; ’ ” /<>?[ { } ] !@#$%&*( )-=_+
USAGE | This typeface should only be used within the logo itself. Do not use this font on its own for body copy, headlines or emphasis. The capital “R” has been manually modified and, therefore, limits the usage.Do not load this font into your computer system. The approved usage is provided in an EPS, JPEG, PDF and PNG for use in a variety of mediums.
USAGE | Relish is a more traditional sans serif typeface with round punctuation that is strong yet approachable. Use a sans serif typeface like Relish Regular and Medium for headlines, subheads, call outs, disclaimers, captions or emphasis. Similar fonts include Calibri, Arial, Tahoma.
TYPOGRAPHY
Font Usage
Adobe Jenson Pro Regular, Regular Italic, Medium, Medium Italic, Bold and Bold Italic
Adobe Jenson Pro Regular
Adobe Jenson Pro Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890, . : ; ’ ” /<>?[ { } ] !@#$%&*( )-=_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
EXAMPLE Relish Medium – All caps Relish Bold – Initial capsRelish Medium Italic – Initial caps
Relish Bold – Drop cap
Jenson Regular
USAGE | Adobe Jenson Pro provides a power and flexibility for text composition. Use Adobe Jenson Regular and Medium for body copy or large areas of text. Use a serif font like Adobe Jenson Bold for emphasis on a word(s). Similar fonts can be substituted, including Times, Cambria, Palatino.
TYPOGRAPHY
Combining Type in
the same document
Use Relish Regular or Medium, or similar type
for subheads and text requiring emphasis.
L
orem ipsum dolor sit amet, consectetur adipiscing elit. Donec
neque lacus, feugiat eget lacus id, pretium sodales arcu. Etiam
ullamcorper tristique augue eget eleifend. Proin fringilla, velit ultrices
xw
et quam. Cras eu iaculis nunc. Curabitur est est, tempor vitae erat quis,
adipiscing gravida augue. Donec pellentesque ante ac elit vulputate
fermentum. Sed quis scelerisque risus. Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
LOGO GRAPHIC VARIATIONS
Occasionally, the official logo can be added or mixed into a graphic element and continue to officially represent the City of Arlington. In these instances, an approved
alternative with graphic elements may be substituted for the official logo.
A few departments use graphic elements to help emphasize the services provided by that department. These graphics elements are a representative example of services citizens can expect from that department. However, the graphics elements combined with the official logo do not constitute a separate logo for that department. The official City logo is the only acceptable logo to formally represent the City of Arlington.
Before using a graphic variant, graphic element/
logo combinations must be submitted to the
Corporate Image Standards Committee in the
Office of Communication for approval.
Note: Any publication that uses a mixed logo (graphic element variation) must also include the official logo somewhere on the publication.
Watermarks and background patterns using the City of Arlington logo are approved for use. However, watermarks and background patterns are not official logos.
FIRE
DEPARTMENT
T E X A S
curbs to creeks
LOGO COMPETITIVE VARIATIONS
Occasionally, the official logo does not provide adequate distinction to a particular competitive service or facility. In these instances, an approved alternative to the official logo may be substituted.
A few departments or divisions compete in some manner with other public and private services. Departments in direct competition with these entities may design an alternative logo to improve marketability.
All alternative logos must be submitted for
approval to the Corporate Image Standards
Committee in the Office of Communication.
However, when conducting official City of Arlington business (correspondence, budget, HR, eviction notice, inspection notice, tickets, etc.), one must either use official City documents or include the official logo somewhere on that business document.Some of the approved competitive variations include golf course logos, the Tennis Center, the Airport and the Convention Center logos.
8
Original 1/2002 Revised 5/2006, 4/2009 Corporate Image Standards Manual
Logo – Competitive Variations
Occasionally, the official logo does not provide adequate distinction to a particular competitive service or facility. In these instances, an approved alternative to the official logo may be substituted.A few departments or divisions compete in some manner with other public and private services. Departments in direct competition with these entities may design an alternative logo to improve marketability. All alternative logos must be submitted for approval to the Corporate Image Standards Committee.
However, when conducting official City of Arlington business (correspondence, budget, HR, eviction notice, inspection notice, tickets, etc) one must either use the official City documents or include the official "A” logo somewhere on that business document.
Some of the approved competitive variations include golf course logos, the tennis center, the airport, and the convention center logos.
WEARABLE ITEMS
The Arlington identity consists of three elements
that MUST appear on all wearable items:
1. Logo Mark (the star)
2. Word Mark (Arlington)
3. Tagline (The American Dream City)
Option 1 (printing in TWO LOCATIONS | left front, right sleeve)
The Tagline
MUST be printed on the right sleeve.
Additional information that needs to be included such as:
Council, Group, Department or Team Designation.
• Type set DEPARTMENT NAME in all caps spaced
the height of the “R” in Arlington centered below.
Two lines of type may be used. Limit the number of
characters per line to no more than 25 (including spaces).
• Or DEPARTMENT NAME may be typed as in Option 2,
arched above the logo.
• FONT: Arial or equivalent provided by vendor,
15 pt, Tracking 50
• If it is a two-color imprint, then use PMS 200, 286 or white
MINIMUM SIZE FOR LOGO EMBROIDERY WITHOUT
TAGLINE IS 2.25” WIDE
• If it is a one-color imprint, then use the same
color as the logo and word mark.
SLEEVE EMBROIDERY
MINIMUM SIZE IS 3.5” WIDE
The Tagline
MUST be printed on
the right sleeve.
• One-0color imprints MUST use the
same thread color on entire item.
Wearable items
1
2
3
DEPARTMENT NAME
DEPARTMENT NAME
DEPARTMENT NAME
DEPARTMENT NAME
minimum 2.25”w
minimum 3.5”w
WEARABLE ITEMS
MINIMUM SIZE FOR LOGO EMBROIDERY WITH TAGLINE ATTACHED IS 2.75” WIDE
2A: If additional information needs to be included such as: Council, Group, Department or Team Designation.
• Type set DEPARTMENT NAME in all caps spaced the height of the “R” between the tip of the star and the bottom of the name arched above the logo. The diameter of the circle around the logo is approximately 3.25”. If it is a two-color imprint then use PMS 200, 286 or white.
• Additional space for DEPARTMENT INFORMATION can be extended as shown in PMS 286 (blue). • FONT: Arial or equivalent provided by vendor,
15 pt, Tracking 50
• If it is a one-color imprint, then use the same color as the logo and word mark.
Option 2 (printing in ONE LOCATION | left front)
D
EP
AR
TMENT NA
M
E
minimum 2.25”w
In cases where the tag line loses quality or readability at this size during the embroidery process, it may be left off.
2B: If no additional information needs to be included, then the Department name may be EITHER arched above the logo OR set below the logo as in Option 1 on the previous page.
• For imprints that arc the department name above the logo ONLY, then a smaller arc and larger type should be used.
DEPA RTME NT NAME DEPARTMEN T N AM E AD DIT IONAL INFORMATION A REA DEPA RTME NT NAME DEPARTMEN T N AM E AD DIT IONAL INFORMATION A REA diameter 3.25” diameter 3.25” minimum 2.75”w
WEARABLE ITEMS
This document is for positioning only, and the actual size of the imprint will depend on the shirt/shirt size and judgement of selected vendor.
PMS 200 PMS 286 PMS Cool Gray 8 White or black
EMBROIDERY AND SHIRT COLORS
THERE ARE NO BRAND PREFERENCES FOR SHIRTS AS LONG AS THEY ARE ONE SOLID COLOR.
• White shirts may be printed with either a two or one color logo - either red or blue.
NOTE: RED AND BLUE LOGO CAN ONLY BE USED ON A WHITE OR LIGHT GRAY SHIRT.
• Red, blue or dark colored shirts may be printed with a white or gray logo. • Light-colored shirts may be printed with black or gray logo.
• One-color imprints MUST use the same thread color on entire item.
Approved thread colors (match as closely as possible)
LOGO
D
EP
AR
TMENT NA
M
E
DEPARTMENT NAME
DEPA RTME NT NAME DEPARTMEN T N AM E AD DIT IONAL INFORMATION A REA DEPA RTME NT NAME DEPARTMEN T N AM E AD DIT IONAL INFORMATION A REA- DEPARTMENTAL PERSONALIZATION
Departmental personalization of the Official City Logo may be utilized in other communication materials in addition to wearable items.
Some examples would be signage, advertising, promotional items, website. The same options discussed in the embroidery section (pages 13-14) are available, as well as a horizontal option.
Questions about alternative logos
should be referred to the Corporate
Image Standards Committee in the
Office of Communication.
PROMOTIONAL ITEMS
COLOR LOGO ON A BACKGROUND
When ordering promotional items, there could be a situation where the Identity Guidelines may have to be adjusted to allow for unique items, placement or application. Please direct questions to the Office of Communication for further instruction. Please follow the color protocol when printing (e.g., pink pens for a specific event - use a white or black logo).
LOGO SIGNAGE
Building signage may be reproduced as a single color or full color using the official colors PMS 286 blue and PMS 200 red.
Metallics may also be utilized. In this instance, the “star” portion of the logo is a satin/brushed sliver. The “A” portion of the logo is a slightly lighter, polished (shiny) metallic. The “A” would be mounted with standoffs to project and create a dimensional effect.
The text should be the same polished/shiny material and color as the A, but mounted flush to the wall.
In circumstances where the size or location of the logo signage allows, the tagline should be included. However, it may also be removed if quality or positioning would be compromised.
BRAND PILLARS
Defining Arlington’s brand pillars is an important first step in determining:
Who is the City of Arlington?
What does the City of Arlington stand for...locally, regionally, nationally and
internationally?
As our brand provides an image, ideal and statement that citizens can rally around, associate with and connect with at the heart and mind, our brand pillars are the guiding principles or attributes that define our brand’s story. Our brand pillars become the script and guidepost when asked the question: Tell me about Arlington? We can look to our brand pillars to guide the answers that clearly define our story. Drawn from numerous discussions and years of research, these guiding principles (brand attributes) reinforce Arlington’s position and undeniably illustrate a position of our core strengths.
Our DIVERSITY of community, cultures, neighborhoods and social circles. Our REACH and potential to become a world economic power. The EDUCATION we provide our children and future thought leaders— leading the way our Universities and Independent School Districts grow. It’s drawn from our storied history and our ability to dream big, aspire and having those ASPIRATIONS come true. It’s drawn from our place on the map, not just in the middle of the North Texas Region, but at the epicenter of the METROPLEX. And lastly, Arlington’s story is drawn from achievements and “can do” SPIRIT.
BRAND EXPRESSION
Brand expression is the brand as defined and articulated by the City of Arlington. This integrates brand
strategy and brand identity to express our story(ies). These stories manage Arlington’s visitors, students,
workers, businesses and citizens’ expectations by carrying and conveying meaning, making it easier for
all of us inside and outside of the City of Arlington to understand the brand’s core purpose.
EXPRESSION OPTION 1:
DREAMS GET DONE.
In Arlington, as we dream, so we do. Big dreams. Arlington dreamed of securing its own water supply. Lake Arlington was created.
The Dallas Cowboys dreamt of building a stadium unlike anything ever imagined. AT&T Stadium was built.
Arlington dreamed of cultural diversity. A global community was realized. We dreamt of world-class education.
An excelling K-college educational system was developed. Realized and achieved.
So it has gone for nearly 150 years: We did as we dreamed.
And so it will go in the years ahead. We’ll dream.
And then go out and do what it takes to get that dream done.
ARLINGTON. DREAMS GET DONE. HOW AND WHEN TO USE:
This expression, when used appropriately, can be affixed to communications and wearables that convey our many stories throughout our history. It can also be used as an internal or external rally-cry, to motivate an action step, to meet a goal, to inspire achievement and/or milestone. For example, when General Motors was looking for a home to build its next generation cars, Arlington’s “can do” spirit made this dream happen. Arlington. Dreams get done.
BRAND EXPRESSION
Brand expression is the brand as defined and articulated by the City of Arlington. This integrates brand strategy and brand identity to express our story(ies). These stories manage Arlington’s visitors, students, workers, businesses and citizens’ expectations by carrying and conveying meaning, making it easier for all of us inside and outside of the City of Arlington to understand the brand’s core purpose.
EXPRESSION OPTION 2:
Alive with
THE AMERICAN DREAM
Arlington, Texas, is The American Dream City.
A city that reflects the national ethos and uniquely American ideals.
Arlington is a vibrant, burgeoning city, fueled by the aspirations of its diverse population.
Here, people from all corners of the world are excitedly pursuing their unique version of the American Dream. And the world is taking note.
Every day, Arlington provides opportunities for prosperity and success for all according to ability and achievement.
We’re providing excellence in education to yield the foundational tools for a life rich in meaning and purpose. We’re encouraging innovation and entrepreneurism to promote economic independence and leadership. We’re honoring family and community to create an environment of support, encouragement and engagement.
We’re reaching beyond our City’s limits, engaging in the global economy, citizenry and dialogue. We’re inspiring each other to dream big dreams. And to work tirelessly, aligned, to achieve them.
ARLINGTON, TEXAS
We’re alive with opportunity. We’re alive with possibilities.
We’re alive with success and prosperity. We’re alive with The American Dream.
ARLINGTON
Alive with THE AMERICAN DREAM. HOW AND WHEN TO USE:
This expression, when used appropriately, can be attached to communications and wearables that convey both an active voice and call to action. We use this expression as a way to communicate Arlington’s lifestyles, achievements, cultures and way of life. Although this expression is aspirational and emotional in tone, it lends meaning to all projects that align with our city’s economic development, education, city planning, recreation, sports, and entertainment and tourism. Moreover, it’s an expression that is felt in the hearts and minds of Arlington’s residents—a community that contributes to our city’s beauty, history, legacy, victories and success.
NOTE: Arlington’s “The American Dream City” brand is the experience that crosses the intersection of our City’s promise and expectation. Either of the aforementioned brand expressions can be used based on the goal(s) your initiative wishes to communicate and/or achieve. Each expression will carry the City of Arlington’s story and brand with deeper meaning.
STATIONERY
Business Cards
The following are the specifications for the
official City of Arlington business card. The
business card is the most often used piece of
City stationery. It is generally the only piece of
business stationery that some residents ever
come in contact with. As such, the business
card should project the City image in a positive
and professional manner and, therefore, must
conform to these design guidelines.
It also provides a number of communication
elements to properly identify the card and
person. The standard card includes the
following required and optional fields:
Firstname Long-Lastname
My Title Here Specialist Firstname.Long-Lastname@arlingtontx.govCommunity Development and Planning 101 W. Abram Street P.O. Box 90231 MS 01-0241 Arlington, TX 76004-3231 T: 817-459-1234 C: 817-123-4567 F: 817-459-1234 www.ArlingtonTX.gov
• Employee’s Name
• Employee’s Certification abbreviation or Badge
number (if appropriate)
• Employee’s Title
• Employee’s e-mail address
• City website address
• The City of Arlington logo (full color)
• Employee’s Department Name
• Department physical address (optional) or
building name or identifier
• City P.O. Box Number and 9-digit zip code
• Department Mail Stop Number
• Employee’s Phone number (if appropriate)
• Employee’s Cell number (if appropriate)
• The backside is blank and may be overprinted
with City- or Department-specific phone numbers
or other information.
Letterhead and Envelope
The following options are available for the official
City of Arlington letterheads and envelopes. Orders
may be placed through the Canon Storefront. You
may request department-specific address, phone,
etc. to be overprinted. Letterheads
are available with and without
watermark.
P.O. Box 90231 | Arlington, Texas 76004-3231 | 817-275-3271 | www.arlingtontx.gov
SM PO Box 90231 • 76004-3231
return service requesteD 140401 63-0820
